Data as a Strategic Asset: A Customer-Focused Approach

Developed with IBM® exclusively for AMA

Have you ever wondered if there are goldmines buried in your customer data? What if you could unlock those secrets to reveal trends, discover insights and formulate a new and winning strategy?

Developed with IBM®, this seminar puts data and analytics at your epicenter. You will acquire techniques for diving more deeply into information, learn to see correlations that weren’t previously apparent and ultimately make smarter, fact-based decisions to drive better performance. These valuable skills will help you confidently pinpoint opportunities that can lead to increased brand loyalty, repeat sales and stronger overall results.

Extended Seminar Outline

Seminar #2016

Learning Objectives

• Identify the Data That Is Most Relevant to Customer-Focused Business Goals and Objectives• Frame, Find, Extract, and Apply Data to Support Strategic Decision Making and Identify Business Opportunities• Select and Analyze Data Sources and Solutions to Gain Customer and Business Insight• Formulate an Action Plan for Defining a Data-Driven Business Strategy

Introduction to Data As a Strategic Asset

• Recognize the Value of Using Data to Answer Questions and Address Business Issues in Today’s Marketing Environment• Position Current and Past Technology and Business Developments as Drivers of Using Data As a Strategic Marketing Asset

Building a Strong Foundation

• Describe the Data Analytics Skill Set Required of Three Key Business Roles• Identify Common Data Science Terminology and Process Steps• Explain the Data As a Strategic Asset (DATA) Model• Employ a Data Scientist Mindset in Developing Marketing Strategies

Frame the Question

• Frame an Issue or a Question Prior to Using Finding, Extracting, and Applying Data As a Strategic Asset• Identify Marketing Issues That Drive New Ways of Using Data to Meet Customer and Company Needs and Opportunities

Find Data Resources to Answer Your Question

• Discover Usable Data: Its Source, Value, Quality, Location and Relationships• Profile the Data to Determine What Is Important or Relevant• Acquire the Data from the Sources

Extract Insight and Intelligence

• Identify What It Means to Model, Mine, Segment, Visualize, and Synthesize Data for Business Intelligence• Recognize the Business Analytics Needed to Gain Insight and Intelligence from Data• Discern Relevant Insight and Business Intelligence from Data Provided

Customer Application

• Understand the Business Insight Extracted from the Analytics• Explore Potential Options and Impact on the Customer• Interpret and Apply the Intelligence Acquired to a Customer Loyalty Program

Impact of Data Analytics on Customers—Privacy, Regulations and Ethics

• Understand the Impact of Big Data Analytics on Individuals and Marketing Professionals• Identify the Complex Issues Facing Businesses and Consumers Regarding Privacy of Data• Determine the Appropriateness of a Code of Ethics for Data Scientists

Putting It All Together

• Create a Strategy to Move the Analysis of Your Current Business Objective Forward• Identify Actions to Take Over the Next Three Months

Who Should Attend

Marketing and CRM professionals, brand managers, CMOs and other decision makers who want to harness the power of data analytics to enhance performance and gain a competitive advantage.

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AMA seminars are led by senior executives, managers, authors, educators, consultants, course developers. And even CEOs!

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Each of our course leaders has been selected from a pool of top candidates, has undergone rigorous AMA training and is periodically evaluated by AMA practice leaders. All bring with them many years of expertise...plus fresh new ideas and perspectives.

Our seminar leaders add value to every course not only through their practical, action-oriented presentations-but also through the expert advice they offer and the opportunities throughout the seminar session for the one-on-one mentoring critical to effective learning.

The AMA faculty...is the AMA advantage!

Seminar Hours

Seminar Hours and Attire

Q: What time does my seminar begin and end?

A: On the first morning, please arrive at 8:30 am to pick up your registration packet and room assignment. Seminars begin at 9:00 am and end at 5:00 pm, except on the last day. On the last day, seminars that run the full day begin at 9:00 am and end at 4:30 pm. Seminars that conclude with half day sessions end at 12:00 pm.

Q: What should I wear?

A: Casual business attire is appropriate. Note: room temperatures may vary so you may want to dress in layers. Travel and Accommodations

Q: Can AMA help me make travel arrangements?

A: AMA partners with leading travel organizations to offer participants special discounts when attending AMA seminars. Car Rentals - Hertz offers American Management Association members and course participants discounts at participating locations in the U.S. and around the world. Your CDP# 1215377 is the key. Visit www.hertz.com for reservations on-line, or, if you prefer, you may call the Members Only Reservations Line at 1-800-654-2200 or call your travel agent. Hotels - Preferred pricing is available at hotels close to all seminar venues. Visit our travel page or call 1-877-566-9441 for information.

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